Top 10 of 2018 – #10 – The politics of buying British: From the Great Depression to Brexit

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Sydney empire shopping week poster, 1928

David ThackerayUniversity of Exeter

Since the Brexit vote the ‘Anglosphere’ has featured prominently in debates about the UK’s future trade strategy. It may seem odd that the CANZUK countries (Canada, Australia and New Zealand) have featured so prominently in these discussions. After all, combined together these countries accounted for less than four percent of UK exports in 2017. While Brexiteers may talk wistfully of reviving trade with these ‘old friends’, their efforts build on a problematic historical legacy.

In the 1920s and 1930s various efforts were made to encourage consumers to support trade between ‘British’ countries, based on ties of race. This was only one of a range of attempts to promote ethnically-based trade communities. For example, rival Buy Indian and Buy Chinese movements connected diaspora populations across the British Empire. At much the same time, Marcus Garvey’s Universal Negro Improvement Association promoted the idea of ‘buying black’, a cause which was subsequently adopted by the National Association for the Advancement of Colored People in the United States.

The practice of running empire shopping weeks was started by the British Women’s Patriotic League in 1923, and subsequently endorsed in the UK by the government-sponsored Empire Marketing Board. Shoppers were encouraged to exercise a voluntary preference for national and imperial goods. The shopping week movement extended into Australia in 1925, and reached Canada and South Africa in 1928. However, the language of empire shopping varied significantly between countries. Within the UK and Australia there was much focus on promoting links across the ‘British’ race at home and overseas. However, the question of the ‘British’ character of empire shopping proved more controversial in Canada, with its large French-speaking Québecois population, and in South Africa, where Afrikaners outnumbered the descendants of British settlers. [continue reading]